“You can’t market to Seniors online”
If that was in any way true, my career would have turned out quite differently. Not only can you market to Seniors online, but it can often be the most cost effective way to do so. Historically channels such as TV and Direct Mail have been the go to media types for those looking to engage with older Americans. And those mediums can still be effective.
However, neglecting to use online channels means you are missing out; on reach, attention, engagement, and SALES. The data proves it. And our experience proves it.
According to the Alliance for Lifetime Income (ALI), 2024 marks the beginning of the “Peak 65 Zone,” otherwise known as the largest surge of retirement-age Americans turning 65 in U.S. history. Over 4.1 million Americans will turn 65 each year through 2027, which is more than 11,200 every day.
Per GWI, 39 million people 65+ made a purchase online in the last 30 days.
And eMarketer shares that over 36 million Baby Boomers are using Social Networks in the US this year.
Over the last 15 years we have helped generate leads and sales for companies that offer Hearing Aids, Life Settlements, In Home Health Aides, Walk-in Tubs, PERS, and more. As with any audience specific initiative, proper research and planning is essential.
But with the Senior Market there are more things to consider, beyond media consumption. Understanding their needs, wants, and desires are key. Properly addressing each in your visual creative and ad copy is essential.
Your content must be appropriate and digestible. Have you thought about font size? If not, you should. And are you testing not just the functionality on mobile, but the readability?
Are you giving the response mechanisms that your audience prefers? Are you properly tracking each response mechanism to tie those responses to the media that drove them?
Those are just a few of the nuances to consider when maximizing your investments in growing your customer base cost effectively.